Results of a 2024 Survey into the effectiveness of the Sharpie Brand
An Accessible Identity
With a refreshed, more lebigble identity and a focus on international accessibility, Sharpie has the opportunity to become the go-to brand for bold expression worldwide. By aligning its visual presence with its cultural relevance, through a transitional mark, Sharpie can solidify itself as the must-have product for creativity and self-expression across the globe.
Embracing The Hand-Drawn Feel
I conducted over 200 experiments into the nature of hand-drawn and casual letterforms to deeply reconnect with the authentic, spontaneous spirit that Sharpie represents. This exploration allowed us to capture the raw, expressive energy that has always been at the heart of the brand, bringing its identity closer to the roots of creativity and enhancing legibility.
Logo Orientations
The logo, designed to enhance legibility for international audiences, retains a hand-drawn style while ensuring clarity across diverse platforms. It should primarily be used in black or white, with a red variant available for emphasis. Additionally, outlined versions of the logo create a dynamic, 3D effect, adding depth and visual interest while maintaining its distinctive design.
Custom Typography
To polish off the identity, I developed a custom typography to complement the Sharpie logo, designed to shine in creative applications and dynamic callouts. This bespoke typeface enhances the brand’s bold, expressive identity, ensuring it stands out in every context, from packaging to campaigns.
Custom Iconography
I developed custom iconography to complement the hand-drawn feel of Sharpie’s identity, infusing the brand with a more approachable and creative energy. This flexible set is designed for expansion and customization, allowing Sharpie to adapt and connect with diverse audiences across various applications.
Color Palletes By Product
Nothing complements a creative brand with bold colors quite like an in-depth color palette, and Sharpie’s new palette captures the vibrancy of its products in every shade. Derived from the signature colors of Sharpie’s offerings, it ranges from the intense hues of standard markers and pens to the soft pastels of highlighters, and even the reflective sheen of metallic markers, allowing for a deeper connection to the brand's diverse product lines.
Brand Manual
Campaign Overview
We can reignite the creative connection to Sharpie by leveraging the power of social media through our campaign, "Grab a Sharpie." Inspired by creative movements like Inktober, the campaign will feature weekly prompts that encourage people to share their artwork using Sharpie markers, sparking a vibrant community of creators. As participants begin sharing their own challenges with #GrabASharpie, we’ll cultivate a culture where Sharpie becomes the first tool artists reach for when it’s time to create.
Digital Design Space
As society shifts towards digital solutions, Sharpie is well-positioned to expand its brand relevance by creating a mobile app for note-taking and creative tasks. The app could seamlessly integrate with the brand’s iconic style, offering users a new way to engage with Sharpie. Additionally, Sharpie could design a tablet pen inspired by its signature marker, further blending digital and traditional creativity.